McDonald’s Food business

McDonald’s is a fast food company that was founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand. The first time a McDonald’s franchise used the Golden Arches logo was in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the chain from the McDonald brothers. McDonald’s had its original headquarters in Oak Brook, Illinois, but has approved plans to move its global headquarters to Chicago by 2018. In response to changing consumer tastes and a negative backlash because of the unhealthiness of their food, the company has added to its menu salads, fish, smoothies, and fruit. The McDonald’s Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. According to a BBC report published in 2012, McDonald’s is the world’s second largest private employer (behind Walmart with 1.9 million employees), 1.5 million of whom work for franchises.

Ray Kroc joined the chain in 1954 and built it into an eventually global franchise, making it the most successful fast food corporation in the world

McDonald’s restaurants are found in 120 countries and territories around the world and serve 68 million customers each day.McDonald’s operates 36,899 restaurants worldwide, employing more than 375,000 people as of the end of 2016.There are currently a total of 5,669 company-owned locations and 31,230 franchised locations, which includes 21,559 locations franchised to conventional franchisees, 6,300 locations licensed to developmental licensees, and 3,371 locations licensed to foreign affiliates, primarily Japan.

The company currently owns all the land, valued at an estimated $16 to $18 billion, on which its restaurants are situated. The company earns a significant portion of its revenue from rental payments from franchisees. These rent payments rose 26 percent between 2010 and 2015, accounting for one-fifth of the company’s total revenue at the end of the period. In recent times, there have been calls to spin off the company’s US holdings into a potential real estate investment trust, but the company announced at its investor conference on November 10, 2015, that this would not happen. The CEO, Steve Easterbrook discussed that pursuing the REIT option would pose too large a risk to the company’s business model

The siblings Richard and Maurice McDonald opened in 1940 the first McDonald’s at 1398 North E Street at West 14th Street in San Bernardino, California but it was not the McDonald’s recognizable today; Ray Kroc made changes to the brothers business that modernized it. The brothers introduced the “Speedee Service System” in 1948, putting into expanded use the principles of the modern fast-food restaurant that their predecessor White Castle had put into practice more than two decades earlier. The original mascot of McDonald’s was a chef hat on top of a hamburger who was referred to as “Speedee”. In 1962, the Golden Arches replaced Speedee as the universal mascot. The symbol, Ronald McDonald, was introduced in 1965. The clown, Ronald McDonald, appeared in advertising to target their audience of children.

On May 4, 1961, McDonald’s first filed for a U.S. trademark on the name “McDonald’s” with the description “Drive-In Restaurant Services”, which continues to be renewed. By September 13, 1961, McDonald’s under the guidance of Ray Kroc, filed for a trademark on a new logo—an overlapping, double-arched “M” symbol. But before the double arches, McDonald’s used the a single arch for the architecture of their buildings. Although the “Golden Arches” logo appeared in various forms, the present version was not used until November 18, 1968, when the company was favored a U.S. trademark.

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